Kraft bears now brewing coffee with launch of kraft café barista

Kraft bears now brewing coffee with launch of kraft café barista

November 24 - 2022

Coffee Geography Magazine

For more than 60-years, Kraft peanut butter's iconic bears, Crunchy and Smoothy, have been a household staple, nourishing connections and bringing Canadians together. As the experts in smooth, the beloved Bears have been busy brewing something special with the launch of NEW Kraft Café Barista — a flavour-first premium coffee, available now in Chocolate Hazelnut and Salted Caramel. 

"The Bears have long been synonymous with Kraft Peanut Butter," says Coby Cobankiat, Brand Manager, Coffee, The Kraft Heinz Company. "This emotional connection drew parallels to how Canadians feel about their coffee rituals and highlighted a unique opportunity to expand beyond the spreads category in a way only the Bears could do. We're thrilled to be entering the exciting world of coffee with Kraft Café Barista. We look forward to fostering deeper connections with Kraft Peanut Butter lovers and building new relationships with Canadians during breakfast time."

With in-home coffee consumption on the rise, Kraft Café Barista brings something new to the premium coffee category through flavour and packaging innovation. This new, premium offering can be found in two formats, addressing evolving consumer demands for sustainable packaging and convenience. Formats include Roast & Grind, featuring recyclable Boardio packaging made with eighty per cent paper fiber from renewable resources and Compostable Pods. 

Roasted and prepared in Canada with 100% Arabica coffee, new Kraft Café Barista is now available nationwide in Chocolate Hazelnut and Salted Caramel at local grocery retailers in Canada.